MidTown Misnomer

A twitstorm's been brewing over the Evening Standard's rather alarmist piece about the alleged "rebranding" of St Giles, Bloomsbury and Holborn as "Midtown". As most of us realise, Midtown's been around as property speak for the area for a good 10-15 years and yet has never caught on, probably due to the fact it's a bland Americanism that is incorrect geographically and stamps all over the distinctive area's history and culture.

Still, Business Improvement Districts like InHolborn have a job to do and perhaps Midtown means more to US and other businesses that might be looking to set up in our fair city. After all, there's Central St Giles to fill and the area could do with more investment to smarten up New Oxford Street and work on the perennial problems of homelessness and drug abuse that still haunt St Giles.

This piece of "news" has certainly got people talking about the area. Here's a taster from the Twitterage....

@jonerr Midtown? Madness. Worst idea ever, or today at least. And for once all ES commenters agree. http://bit.ly/8GMh4w

@surrealistical Last I checked we weren't a USA outpost.

@timcwood Remember when they tried to call the area north of this "Cityside"?